Music brands British Fashion Council project

The consultancy has been the sole retained branding and graphics agency for the BFC for the last three years.

Music was tasked with creating the initiative’s visual identity, advertising, event branding, printed collateral and online concepts, with the website built by digital agency Winona.

The London Collections: Men event will take place from tomorrow at The Hospital Club in London’s Covent Garden, with a reception hosted by HRH The Prince of Wales. Music created all interior signage and way-finding for the event alongside events company Bacchus. The menswear showcase will be followed by The London Collections: Women on Monday.

The print and advertising campaign hinges on the photographic look, and Music created brand guidelines for the Collections initiative to fit with the wider BFC guidelines it previously created. The colour palette for the menswear branding is white and a greeny-blue, while the womenswear section uses an orangey-pink to create a separation between the two events.

Adam Rix, senior creative at Music, says, ‘We used a serif typeface and a modern looking monogram and logo to give it some flexibility and make it look quite branded.’

The campaign uses a photographic still life composed of relevant designer menswear pieces and objects that reference ‘British eccentricity’, according to the consultancy. Music worked with set builder Sarah Parker, still life photographer Sam Hofman, and stylist Luke Day to create the shoot.

Rix says, ‘The idea of the shoot was to convey the idea of an eclectic collection of pieces by designers from London Collections: Men, but with some quintessentially British twists and humour to celebrate the fashion industry in the UK.

He adds, ‘People come from all over the world to buy British pieces and we wanted each shoot to have that humour with things like a red post-box, a teapot and tennis rackets.’